Three Latin Music Power Players on Being Managers in Today’s Industry: ‘It’s The Work That Goes Unseen’
Three experienced Latin music managers used a panel at Latin Music Week to explain how their work shapes artists’ careers and why it often goes unseen. Their accounts highlight the manager’s role as a long-term guide and strategist, helping artists make decisions and bring the many parts of a career together.
Rebeca León said managers must look ahead and put an artist’s ambitions before their own. Walter Kolm described the job as designing strategies to reach specific goals and giving artists honest advice, while Jorge “Pepo” Ferradas pointed to the planning behind touring and performances, from travel and venues to sound and lighting. The panel took place on 21 October at the Faena Forum in Miami Beach.
In short
- Managers guide artists and plan for long-term growth.
- The job involves honest advice and strategic direction.
- Much of the work behind performances goes unseen.
Explained simply
In music, a manager helps an artist plan a career and make decisions over time. The role can include setting goals, offering advice and coordinating the many people and practical arrangements involved in recording, touring and performing.
Rebeca León, Walter Kolm and Jorge “Pepo” Ferradas are experienced managers in Latin music. Their work connects an artist’s ambitions with plans for reaching audiences, including the behind-the-scenes details that help a tour or performance run.